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研究生:盧鈺均
研究生(外文):Yu-Chun Lu
論文名稱:慈善廣告圖片呈現方式對廣告溝通效果的影響
論文名稱(外文):The Effects of Image Type on the Persuasiveness of Charity Advertising
指導教授:陳明怡陳明怡引用關係
口試委員:江宜芳曹修源
口試日期:2016-06-27
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:66
中文關鍵詞:慈善廣告圖片類型目標距離溫暖光芒
外文關鍵詞:execution stylegoal distancethe feelings of warm-glowattitude toward chariable campaigndonation intention
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非營利組織的慈善募款活動愈來愈困難,因為經濟不景氣,人們可以捐助慈善活動的金額有限,此外,非營利組織的競爭也非常激烈,因此,如何透過有效的廣告訊息來說服消費者把錢捐給特定慈善組織,就變得非常重要。
而圖片是廣告中最能引起消費者注意的一項主要訊息,過去學者大多研究慈善廣告之訊息的傳遞,慈善廣告中的圖片較少被研究,但近年來慈善廣告被頻繁運用且慈善團體或是企業家開始會將募款進度告知大眾,因此本研究以圖片類型及目標距離作為主要操弄之重點,分別進行兩個實驗探討對於廣告溝通效果之影響。
本研究共執行兩個實驗,皆採2(圖片類型:以產品為主體 vs. 以善因為主體) × 2(目標距離:遠 vs. 近)之受測者間組間設計,依變數則衡量溫暖光芒、廣告態度及捐款意願。然實驗一的善因圖片主要以國外受助者為主體,而實驗二則以虛擬受助者為主體,藉由不同善因類型的圖片來驗證結果的穩定性,也使研究結果更能一般化。
研究結果發現在捐款進度距離目標還很遠時,使用善因圖片為主的廣告會比使用產品圖片為主的廣告有較好的廣告溝通效果,雖然在實驗二中的廣告態度及溫暖光芒並無顯著影響,但是在平均數的走向與假說一致;反之,在捐款目標以快達成時,使用產品圖片為主的廣告會比使用善因圖片為主的廣告有更好的廣告溝通效果。
在學術上,此研究延伸過去的研究,將善因圖片做更多元化的呈現,而研究結果可以知道不管使用何種方式呈現善因圖片都可以刺激消費者對慈善的態度,且先前關於目標距離幾乎採用文字敘述讓消費者自行想像,而本研究將此圖示化讓消費者更能清楚感受到目標距離,增加實驗的完整性;在實務上,提供了慈善團體以及廣告商可以清楚知道捐款進度距離目標的遠、近,需要搭配不同圖片才能夠更有效的達到廣告溝通效果,降低資源浪費。


Non-profit charitable organizations have faced a growing need for services, a slow growth in the number of donations being made, competition for scarce re-sources among non-profit organizations, and reduced governmental funding. Thus, raising money through adopting more effective ways of communicating their causes to potential donors has become more challenging for charitable organizations. This research elucidates on the execution styles in charity advertising which are most ef-fective in influencing whether people experience a warm-glow, their attitudes toward charity giving, and their donation intentions, and also considers the moderating role of goal proximity.
This study conducted two experiments to test the hypotheses. Two experiments was designed through a 2 (Image type: product-focused vs. cause-focused) x 2 (Goal distance: far vs. near) between subjects factorial design. All conditions in two experiments are the same, except for Study 1 used foreign child in cause-focused image, whereas Study 2 used virtual child protray in casue-focused image.
The results show that when charities are far from accomplishing their goals, any warm-glow feelings, attitudes toward charity giving, and donation intentions will be higher when the images in their advertising are cause-focused rather than product-focused image. In contrast, when charities are close to reaching their goals, feeling of a warm-glow, attitudes toward charity giving, and donation intentions will be higher when any images in their advertising are product-focused rather than cause-focused image. However, this prediction effects were attenuated when the cause-focused image used virtual child portray.
A match (vs. mismatch) between the execution style and goal proximity leads to systematic changes in the persuasion effectiveness of charity advertising. The present research provides guidance to marketers in non-profit organizations who are interested in communicating with donors and persuading them about giving to charity.


第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻回顧 4
第一節 溫暖光芒 4
第二節 善因廣告圖片 5
第三節 構念層次理論 6
第四節 心理距離 7
第三章 實驗一 9
第一節 研究架構 9
第二節 假說推論 9
第三節 實驗設計 10
第四節 變數之操弄性定義與衡量 13
第五節 實驗一分析結果 17
第六節 實驗一結果與討論 26
第四章 實驗二 27
第一節 研究架構 27
第二節 實驗設計 27
第三節 變數之操作性定義與衡量 30
第四節 實驗二分析結果 33
第五節 實驗二結論 41
第五章 結論與討論 42
第一節 研究結果 42
第二節 理論貢獻 44
第三節 管理意涵 45
第四節 研究限制與未來研究方向 46
參考文獻 47
附錄1 實驗一問卷 53
附錄2 實驗二問卷 60



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林昱婷,2014。產品善因適配度重要嗎? 探討廣告視覺主題與消費者自我究責對善因行銷廣告效果的影響,國立中山大學企業管理學系研究所學位論 文。
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